@Saks Campaign Fuses Traditional and New Media

Every time I see something like a Twitter handle burrowing its way deeper into our media and culture, I get excited. It feels like validation. Yes, nay-sayers, it is (part of) my job to be on Twitter all day. But check out who else is on Twitter all day! I love, love, love this new ad campaign for Saks Fifth Avenue. You can read all about it on the Pentagram blog, but here is a very small snapshot.

And this is my favorite part.

Look at them working that Twitter plug right in there! Pentagram elaborates:

Playful messages printed inside the bags direct shoppers to the Saks website and social media like Twitter and Facebook: “@ Saks, we hear the front-row buzz. Sometimes, we share: twitter.com/saks”; “@ Saks, friends find out about events first: facebook.com/saks”; “Our blog has makeup tips used @ Saks photo shoots: sakspov.com.” “Saks.com” appears at the bottom of each bag.

An ad campaign that actually helps build community, while spanning all forms of traditional and new media. Brilliant.

An Introduction to Twitter

With the list of social media outlets seemingly increasing by the day, many have a hard time deciding where to start. Which social media platform is right for you? With so many options, where should you focus your energy? One tool, which I’ll discuss below, is Twitter. While Twitter has been around since 2006, there is still a large population unfamiliar with its mechanics or purpose. This post is one that I originally wrote for my office’s blog, but social media basics are often worth repeating.

What is Twitter?

Twitter is a social media platform that is set up for micro-blogging. Users publish updates, called “tweets,” of up to 140 characters. Any users choosing to “follow” you on Twitter will see your tweets. Likewise, you are able to read the tweets of other users that you choose to follow. This video by Common Craft does a great job of explaining what Twitter is. And this post by Dave Fleet offers tips for getting started, including how to set up your profile and what desktop clients are available.

Getting Started

So let’s say you sign up for a Twitter account and start tweeting. Now what? How can you make Twitter work for you?

If you’re using Twitter in a professional setting, you may benefit from following users who share content of interest to you. For example, search for users in your career field. Search for tweets about topics relevant to your job, and follow those users. Twitter can be a great resource for the latest articles and news in your trade.  Some search resources include:

• Twitter Search: Search recent tweets by keyword.
• Twitter Advanced Search: Construct advanced searches of tweets using criteria like words, exact phrases, users, or location.
• Twellow: The “Twitter Yellow Pages” allows you to search for users by category and more.
• Monitter: Search for keywords and see real-time results.

This list is by no means exhaustive. If you search for Twitter tools online, you will find a nearly-endless list.

Ready, Set, Tweet

Many users post tweets via the Twitter website. However, a number of desktop applications allow you to post to Twitter and see others’ updates without visiting twitter.com. A fairly exhaustive list of desktop options for Twitter has been compiled by Mashable.

Increase Your Following

Surely, tweets feel more purposeful if you know there is someone out there reading them. There are many ways to gain followers on Twitter. Some basic tips include:

• Make sure your Twitter profile is public. Otherwise, other users may never find you.
• Direct people to your Twitter profile from your other online profiles (e.g. Facebook, blogs).
• Tweet often.
• Be conversational.
• Contribute content that others will find meaningful.
• Follow other users and they may follow you in return.

Twitip offers many more tips for gaining followers, as well as how to contribute meaningfully.

Happy Tweeting

Once you immerse yourself into the world of Twitter, you may find a number of ways to use it to your benefit. Monitor what users are saying about you or your company, respond to customer services issues voiced by users, or build a network for sharing resources and information.

A version of this post originally appeared on the UM-Flint University Relations blog.
Image source: onextrapixel.

Why I Love Twitter Today

A tad random, but important nonetheless. I’m going to tell you that this is a fabulous example of professionals in higher ed connecting. Meanwhile, I need to archive this because I enjoyed it a great deal.

A “Twitter 101″ Presentation

Last week, I hosted “Twitter 101,” the first workshop-style session of the Social Marketers Group on my campus. It was a great meeting. Below, my “Twitter 101″ presentation for your reference.

If you would like to use this presentation for your own workshop, you are more than welcome. I’d love to hear how it worked for you.

When a Facebook Page is Merely a Billboard

On Sunday, the Tri-County Times published my Letter to the Editor about the City of Fenton’s Facebook Page. Instead of recounting the events that led to my submission, I will post the letter here.

When a broken water main on Hickory Street in Fenton was reported the Thursday before Easter, residents were told that repair would take place the following Monday—despite flooded basements and backed-up sewer lines. My husband and I watched water flow down Hickory Street, turn down Barnes, and run down Silver Lake Road toward Adelaide for days. Without a clear explanation from the City about the cause of or solution to the problem, my husband took to the City of Fenton Facebook Page to civilly express his disappointment. His post was deleted.

The power social media can lend an institution is incredibly valuable. Individuals today have an audience by way of social media, and they know it. Institutions, companies, and even cities should realize it, too. People will always have opinions (good and bad) to share. Social media allows entities like the City of Fenton an invaluable opportunity to take part in that conversation. Once upon a time, a customer with a bad experience would tell a few friends. Today, that customer can tell hundreds—who might tell hundreds more—with the click of a “share” button.

When my husband posted on the City of Fenton Facebook Page, the city was offered a chance to intercept negativity, to explain, to clarify. Why would anyone want to throw that opportunity away? If Fenton is simply looking to broadcast its own messaging to an uninvolved community without any feedback, perhaps social media isn’t for them. After all, shouldn’t social media be “social?”

While drafting this letter, I also tweeted this.

Much to my surprise, I received a response from the @DowntownFenton administrator within 24 hours. I was promised that the matter would be looked into, and it was! I actually received a very nice email from New Moon Visions, the marketing firm who helps to administer the City of Fenton Facebook and Twitter accounts.

The email I received explained that the City of Fenton’s Facebook Page was not intended to be a public forum. In fact, I was directed to a “Facebook Comment Policy” for the Page that indicates just that. “You may submit your comments, but please note this is a moderated online discussion site and not a public forum. ANY COMMENTS WHICH ARE INTENDED FOR PUBLIC DEBATE WILL BE DELETED IMMEDIATELY!” And shame on me for not finding it myself. (Although, I must point out that the policy is posted as a Note on the page, and requires much scrolling on the Notes tab before it can be found. Adding a separate tab exclusively for Page activity guidelines would likely be much more effective–people might notice it and review before posting.)

I have to admit that New Moon’s response caused me pause. Was my already-submitted Letter to the Editor of the Tri-County Times out of line? If there were posting guidelines available–hard to find or not– maybe the onus was on individuals to post accordingly.

After some consideration, I’m holding firm. Perhaps the City of Fenton is looking only to broadcast its own messaging, but I think that’s a shame. Facebook, and social media in general, can be and should be so much more. Why couldn’t this explanation from New Moon’s email have been posted in response to my husband’s Facebook comment?

Please note that the purpose of the Facebook and Twitter accounts is to promote the positive events, programs and initiatives of the city. We truly love Fenton and hope that these communication tools are a way for others to share and promote their love of Fenton as well. We invite questions from residents and visitors and do our best to respond quickly and/or direct the questioner to the correct phone number or email address for additional information.

If there are questions, complaints or concerns regarding city services, we ask that you contact Fenton City Hall at 810-629-2261 or you may email the city here: http://cityoffenton.org/contactus.asp. The City of Fenton will be happy to assist you in those matters.

Truly, the response I received on Twitter and the follow-up was pretty impressive. It seems to me that New Moon understands the importance of providing customer service via social media. Maybe one day this philosophy will extend to Fenton’s Facebook presence.